I've noticed in the last week, two ads that have spent months online in the US have crept onto our TV screens. The VW Force and particularly the Skittles Touch ad have been in heavy rotation on UK tv.
At first I wondered why Skittles would air a US ad that is a couple of years old, and then I thought about it a bit more. The popularity of the ad online has acted like post-production research, gathering feedback and word of mouth spread.
Instead of risking budget on a new ad campaign, why not take something we know people in the UK like; but has never been shown on their TV screens?
Maybe this is the next level of using online video as campaign research; producing an ad, placing it online then using the success or failure to determine whether it is suitable for paid media spend. In theory this would allow brands to take more risks and produce more interesting work; because if it bombs it will never have any money other than production put behind it.
You might ask how this is different to now, and the answer is simple. Most agencies currently either:
Make a TV ad - run it on TV and place it online.
Or
Make an online video - spread it online
What I am talking about is making TV ads, but taking them online first; surely a much more reliable test than showing it to 8 people in a room?
Funny how shortly after I made a post talking about the brilliant consistency of VW advertising, Top Gear do an episode where they try to produce an ad for the Scirocco diesel.
What I like about Jeremy's controversial winning ad, is that the line is amusing but based on product truth as they were rightly advised.
Sure it's not in the best taste, but frankly it was funny enough to get away with it in my opinion. I can't believe VW would have let it air if they thought it was offensive.
I love these new print ads for VolksWagon Bluemotion, simple but amusing, informative yet absolutely in keeping with the brand.
After so many years, I love how DDB still makes these ads snappy and funny. A perfect example of how sticking with something that works can pay off. No switching to a new strategy or agency every 6 months.
The agency has got such a good handle on the style and tone of voice that almost everything it does is of great quality. Few agencies and few brands can match the consistency of the DDB/VW combination, it is one I think we should be proud of as an industry.
In a time when we are all to quick to criticise clients; kudos should go to VW for not rushing to the latest fashionable agency or succoming to 'New marketing manager who wants to change everything for no reason other than to make their mark' syndrome.
Lo and Behold, its time for my favourite ads of the year in the wittily titled:
Best Ads of 2008 Award!
I'm happy to say that there have been plenty of outstanding ads this year, and as normal I tend to focus on TV ad because of the convenience of You Tube. But don't let that make you think I haven't enjoyed the good press work by Harvey Nichols, The FT etc etc
Runner Up - John West - Row
Maybe its a little biased to put an ad from the agency where I work, but I don't care. This was possibly the first bit of tv creative I saw on joining; and it absolutely made me feel like I had made the right decision.
It's a quiet, understated but beautifully shot ad that shows what can be achieved by good creatives (waves to the guys across the desk from me) on a small budget.
Runner Up - Natural Confectionery Company - Trumpets
THIS is how you do irreverence in ads. Funny and lovable ads with the tone spot on. Its practically a benefits list with a gag or two but it works perfectly.
Runner Up - Drench - Brains
Nailed a retro moment right in the bullseye. Perfect song choice and produced brilliantly. ...and just as you think its being irreverent it smack you in the head with a magnificently simple thought that pulls it all together.
Runner Up - VW - Fight
A nice ad, and a late contender for ad of the year. It isn't, but its certainly worthy of a mention here.
Winner - TIE! Hovis - Go On Lad Toshiba - Time Sculpture
I just couldn't decide. Two ads that have taken outdated brands and brought them bang smack up to date. One is heartfelt and sweet, the other technically brilliant; one is harking back to brand image past, and one to the future, but both are outstanding reinventions of brands we had probably all stopped caring about.
Grey deserve absolute credit for being the first agency (to my knowledge) to put Crystal Castles in an ad. Its a perfect music choice for Toshiba, retro yet futuristic; the sound of everything puzzling and technological harnessed into something melodic and visionary. A perfect encapsulation of everything the ad is trying to say about the brand.
No doubt you've seen them both already, but do yourselves a favour and look again. Two outstanding pieces of work that personally have changed how I see both the respective brands.
The new VW Passat CC ad is pretty nifty. A simple ad showing the water from hosepipe travelling over the car like air in a wind tunnel. It nicely demonstrates the cars shape in a simple and fun way.
Except, the ad is identical to one for the Pontiac G6 in the US in 2005. I hope they didn't know...